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thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides

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thinkLA Programmatic Summit 2014 Peter Crofut Presentation Slides

  1. 1. Enrich Storytelling with Beautiful and Smart Canvases Peter Crofut, Head of Creative Platforms Solutions Google.
  2. 2. Make your creative intelligent Target the audience Target the environment From advanced custom creative… …to the long tail of display creative
  3. 3. Every ad should be dynamic. Use audience signals to make your creative relevant.
  4. 4. Infusing audience data into the creative: Google Confidential and Proprietary • 3rd party data • 1st party data • Demographics • Location • Previous behavior on websites Alter the headline call to action, image, or assets of the ad unit to ensure the message resonates with the individuals Get this info from: It comes in the form of: Use this info to:
  5. 5. Nike “Phenomenal Shot” campaign brings dynamic strategies to brand awareness
  6. 6. Use environment signals to make creative engaging across screens. Every ad should be built in HTML5
  7. 7. Infuse environmental data into the creative: Google Confidential and Proprietary • Ad serving info • Device: pc, smartphone, tablet • Context: mobile web, mobile app • Content: site where the ad is located Alter the creative size, interaction mode, assets, narrative of the ads to match the device and the context Get this info from: It comes in the form of: Use this info to:
  8. 8. Elevate your standard ads to work across screens. Use tools designed for the Modern Web
  9. 9. Creative Media Media and creative relationship in digital display
  10. 10. Media and creative relationship in digital display (Note: This is a gif image)
  11. 11. Google Confidential and Proprietary Why should you care? Real-time Creative: Rich Media Creative: 2x interaction rate 50% increase in engagement
  12. 12. Make your creative intelligent Right person Right creative Right time

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